Trust Tree

Register your trademark through IP attorneys, without stepping foot in an attorney’s office.

Client

Trust Tree Legal, PC

Timeline

December 2014 - July 2015

Services Provided

Product Strategy, Visual Identity and Branding, Web App UX/UI Design

The Story

Bill, Kevin, and Randy needed a brand and online platform to transition
their in-person trademark registration services into a streamlined digital offering.

Anyone can file a trademark application online through the USPTO, but the
application and process are quite confusing if you’re not an attorney.

Trust Tree is a simplified and attorney-guided service for anyone who
wants to file a trademark online, but doesn’t want to step foot in an attorney’s office.

Defining the audience, understanding their problem, and offering a service
to solve that problem

Our first priority was to make sure we were all in agreement about who the
target customer was. Together, we created assumption personas based on
common elements that in-person customers shared, as well as behaviors and
thought patterns of those who tend to use the online trademark registration
services offered by competitors.

The average business owner's experience with the trademarking process varies
so much that it made sense to break the service up into levels
(we called them packages) based on how much hand-holding a customer prefers.
We modeled this structure after TurboTax, as users can self-select
the desired level of help they receive when filing taxes online.
Multi-tiered pricing also lets Trust Tree price anchor against themselves,
rather than the competition.

We storyboarded the entire user experience from the first point of
onboarding, to actually signing up, completing a trademark form, events
that occur during that application process, and maintaining a trademark over time.

Visual Identity, Branding & Tone

The logo needed to be strong, memorable, and simple to begin building a brand
for this new startup. The design behind the Trust Tree logo signifies trust
and growth, as derived from the name, through the symbolic combination of a tree and key.

We established that the tone used through all communications need to
represent the brand in a friendly and educational way, by using helpful, plain language.